Karl-Thomas Neumann
The former Opel boss also had reservations about using Twitter. But: “What I experienced was above all positive,” he says today.
(Photo: evelozity)
DusseldorfIn Los Angeles people know many celebrities. Robert Habeck is not one of them. Nevertheless, Karl-Thomas Neumann has pursued in his new adopted home the German debate about the Green politician and his social media exit. “I was already interested, even if it is here in the United States Of course not at issue. “
Hardly a German manager has a greater digital following than Neumann. Alone Twitter follow the former OpelBoss alias @KT_Neumann about 17,000 people. In the LinkedIn careers network, even more than 40,000 users have digitally subscribed to the KTN channel. There, the 57-year-old commented on many trends in the field of e-mobility. Neumann has been a manager at US mobility start-up Evelozcity since 2018,
In conversation with the Handelsblatt, for which the manager quite old-fashioned took the phone for telephoning in the hand, one thing becomes clear: Neumann sees social media as an opportunity to publicly show attitude – and not to publicly withdraw.
Mr. Neumann, you belong to the handful of German managers who are active on the social media. What do you say about Cause Habeck? We live in a society where debates are also conducted on social media. This is not only the case in the US, but also in Germany, I therefore believe that the conclusion can not be to withdraw as soon as you feel you are no longer in control of the matter.
So you think Mr. Habeck’s step is wrong? I would not go that far. I’m just saying I did it differently. But politicians are much more exposed to social media than managers. Therefore, a one-to-one comparison is difficult.
Karl-Thomas Neumann: “This will completely disassemble the industry” – former Opel boss warns car manufacturers
In an interview, Mr. Habeck called social media an “instrument of division”. Do you agree? I definitely understand what he means. The sound on social media is rough. Fortunately, I personally have not experienced any great hostility so far. But it is also clear that if I talk as a manager about my life in Silicon Beach, about cars and the mobility of the future, for most of them is not nearly as controversial, like what posts a Green leader.
How are you actually too Twitter come over? Opel, When I came to the company as CEO, there was a mood of optimism. We agreed: we have to communicate differently, revive the brand – this includes the chairman of the board. I should and would not only talk about Opel, but also about myself personally. Even though I am no longer with Opel, I still see it this way: Managers stand for their company. These are not anonymous suits. Social media is therefore a must for managers, not a freestyle.
Are not you afraid of Shitstorms? Of course we also had these concerns at the beginning. But what I experienced was above all positive. I felt that some people out there were thankful that even a manager participated in debates. Of course, there are always people who disagree with what you write. At Opel times had to intervene even with negative feedback never someone from the company. That’s where our fans and followers helped us.
And if this corrective is not enough? Siemens CEO Joe Kaeser after his headscarf girl tweet in which he’s the AFDPolitician Alice Weidel has received death threats. Mr Kaeser deserves the utmost respect for his posting. If I were still in Germany, I would position myself in a similar way. The problem for managers in Germany is nevertheless: In the companies and the press departments everyone advises to keep out. Just do not show a political attitude! I believe that this position is no longer tenable, no longer meaningful and no longer responsible. As a manager we take responsibility for our companies, but also for society. We need a functioning society to do business and to serve our employees and investors. It does not help if you duck away.
Dear “headscarf girl” as “Bund Deutscher Mädel” .Wife Weidel harms with their nationalism the reputation of our country in the world. Where the main source of German prosperity lies. #Bundestag #Bundesregierung #steffenseibert
– Joe Kaeser (@JoeKaeser) 16 May 2018
You yourself have been critical of the right-wing populist Pegida years ago in a tweet. This has brought you some nasty comments. Also there was the communication department in the run-up to. But I did it anyway and do not regret it today. It did not bother me that a few people wrote that they no longer buy an Opel. A manager must show attitude.
Die Würde des Menschen ist unantastbar. Das ist die Grundlage für unser Miteinander. Die Initiatoren von Pegida teilen diesen Konsens nicht.
— Karl-Thomas Neumann (@KT_Neumann) January 26, 2015
On Twitter, you are mostly private to see. There are photos of you sailing on the Atlantic, in another video you wear electric roller skates. Is there a personal limit to what you post and what not? I am a public person and ready to show my private life. But only selected. For example, I do not show anything from my family or friends. Never! That’s a principle.
Not perfect but I’m trying. 1st time on #HoverShoes, #micromobility has many faces. @ lacomotion1 KTN pic.twitter.com/LVCNbhJNnk
– Karl-Thomas Neumann (@KT_Neumann) November 17, 2018
They have been living in America for almost a year now. It is a matter of course for managers to be present in social networks. Has anything changed since the change for you? What I just noticed: On LinkedIn, my followers are growing steadily, on Twitter, I’m now stuck in the number of my followers. The supporters there are mainly from the Opel era. In order to grow on Twitter, I would have to be much more visible in the US. I have not succeeded yet.
Do you have any idea how it could work?Evelozcity – the startup I am currently working on – will be more active on social media in the future. My hope is that this will continue to help my profiles. We are working on that right now.
Why are managers in the US so much more open to social networks than their German colleagues? I have the feeling that many managers in Germany are afraid of doing something wrong. As a result, they are either not present on social media or their postings are not authentic. That’s not the case in the US Here it is understood that a CEO has to be there where his target audience is.
Do you have tips for managers on social media? Yes, two in number. First: start! For example, I find Linkedin a great practice field for anyone who wants to try social media. The discussions are very constructive and professional. No one is on the road to riot. At least I did not find anyone. And secondly: setting limits. Of course, it is possible to use social media without revealing much about yourself. But it gets easier and more authentic when you’re ready to tell specific topics about yourself as well. Here, everyone has to decide for themselves how far he goes for his digital followers. Mr. Neumann, thank you for the interview.